The Wall Street Journal broke down the minutiae of Tiger Woods’ apology speech last week. Please click on the image above for the full-sized graphic.

This graphic illustrates the cocreation process at work – how subtle environmental cues can activate certain mental models, which then unconsciously affect our interpretations. Cocreation occurs not just in ads; it’s everywhere.

The mental model that was activated in your mind affected whether you framed Woods’ apology as genuine and sincere, or overly-scripted and phony.